Tuesday, November 29, 2016

Advertising Today May Be Harder To Find Than The Real Don Draper

Every aspect of our media landscape is changing. As newspapers are having to move online, they have to find new ways to engage an audience. Television is now on demand and personal and has lost its immediacy and its mandate for news and information. The long tail of blogs and specialty news sites reinforces confirmation bias.

All of this creates new problems and challenges not just for content providers, but also for the advertisers that have been the traditional supporters of traditional media.

So what’s an advertiser to do? Of late, the answer has been new efforts like native advertising, content marketing and sponsored advertising. But do these efforts have unintended consequences for the news product itself. That's what Mara Einstein looks at in Black Ops Advertising: Native Ads, Content Marketing and the Covert World of the Digital Sell.

My WhoWhatWhy.org conversation with Mara Einstein: